Lecture Basic Marketing: A global managerial approach - Chapter 3: The changing marketing environment

When you finish this chapter, you should: Know why company objectives are important in guiding strategic market planning, see how the resources of a firm affect the search for opportunities, know the variables that shape the environment of strategic market planning, know how the different kinds of competitive situations affect strategic planning.

Chapter 3:    The Changing Marketing Environment For use with Shapiro, Wong, Perreault, and McCarthy texts Copyright © 2002 McGraw-Hill Ryerson Limited The Importance of Objectives Provide Guidelines Setting Company Objectives Be Explicit Coordinate Effort Lead to Marketing Objectives 3­2 For use with Shapiro, Wong, Perreault, and McCarthy texts Copyright © 2002 McGraw-Hill Ryerson Limited A Hierarchy of Objectives Company Objectives Production Objectives Finance Objectives Product Objectives Place Objectives Personal Selling Objectives 3­3 Marketing Objectives HR Objectives Promotion Objectives Mass Selling Objectives R&D Objectives Price Objectives Sales Promotion Objectives For use with Shapiro, Wong, Perreault, and McCarthy texts Copyright © 2002 McGraw-Hill Ryerson Limited Limits on Opportunity Search ????? ????? ????? ????? ????? 3­4 Financial Financial Strength Strength Producing Producing Capability Capability and and Flexibility Flexibility Marketing Marketing Strengths Strengths For use with Shapiro, Wong, Perreault, and McCarthy texts Copyright © 2002 McGraw-Hill Ryerson Limited The Competitive Environment Kinds of Markets Key Concepts in the Competitive Environment Competitor Analysis Competitive Rivals Competitive Barriers Information on Competitors 3­5 For use with Shapiro, Wong, Perreault, and McCarthy texts Copyright © 2002 McGraw-Hill Ryerson Limited The Economic and Technological Environment Global Global Economy Economy Rapid Rapid Change Change Key Economic Forces Interest Interest Rates Rates 3­6 For use with Shapiro, Wong, Perreault, and McCarthy texts Copyright © 2002 McGraw-Hill Ryerson Limited The Impact of Technology Technology is the application of science to  convert an economy’s resources to output Technology impacts marketing both  through opportunities for new products and  new ways (processes) for handling  marketing functions Example:  consider the Internet Products:  software for computer users Process: selling from a Web site 3­7 For use with Shapiro, Wong, Perreault, and McCarthy texts Copyright © 2002 McGraw-Hill Ryerson Limited The Political and Legal Environment Nationalism Nationalism Consumerism Consumerism Characteristics of the Political Environment Regional Regional Groupings Groupings 3­8 For use with Shapiro, Wong, Perreault, and McCarthy texts Copyright © 2002 McGraw-Hill Ryerson Limited The Cultural and Social Environment Time Poverty Economic Power Career Opportunity 3­9 Cultural CulturalTrend: Trend: The The Changing Changing Roles Rolesof ofWomen Women For use with Shapiro, Wong, Perreault, and McCarthy texts Copyright © 2002 McGraw-Hill Ryerson Limited  ... Perreault, and McCarthy texts Copyright © 2002 McGraw-Hill Ryerson Limited The Political and Legal Environment Nationalism Nationalism Consumerism Consumerism Characteristics of the Political Environment. .. Economic and Technological Environment Global Global Economy Economy Rapid Rapid Change Change Key Economic Forces Interest Interest Rates Rates 3­6 For use with Shapiro, Wong, Perreault, and McCarthy... Opportunity Search ????? ????? ????? ????? ????? 3­4 Financial Financial Strength Strength Producing Producing Capability Capability and and Flexibility Flexibility Marketing Marketing Strengths